Legacy, the Government's 'preferred bidder' to buy the Millennium Dome, has hired Bell Pottinger Public Affairs to handle all press relations surrounding the handover of the beleaguered Greenwich attraction.
The company, which is paying pounds 125m for the Dome to create a 'Knowledge City' science park, officially retained the public affairs outfit on an initial project remit.
Legacy CEO Robert Bourne had used the agency on an ad hoc basis for advice during the bidding rounds earlier this year.
Bell Pottinger director Tim Fallon has been assigned to head the account, reporting directly to Bourne.
According to Bell Pottinger Public Affairs MD Paul Baverstock, the task is mainly media management and public affairs in its broadest sense, dealing with opinion formers rather than politicians.
'It's exclusively press work, with regional and national media,' he said.
Baverstock added that the agency is driving to concentrate on high value accounts, such as the Legacy brief, due to the 'prestige of the work, the client name and their clear profitability'.
Legacy has been plagued by controversy over the two Irish property tycoons said to be the real force behind the firm.
The two developers who head Irish firm Treasury Holdings - Richard Barrett and John Ronan - are between them investing 80 per cent of the money to turn the Dome into Knowledge City.